Social media management platform Hootsuite is rolling out video integrations with YouTube, Facebook, Twitter and Instagram.
The integrations will let users approve, schedule and publish videos across social networks directly from the Hootsuite platform. Before, organizations could only manage posts with text or pictures across social networks.
The video integrations also allow users to monitor comments and collaborate across teams in order to manage multiple accounts and speed up response times to customer inquiries.
With the YouTube integration in particular, Hootsuite said organizations will be able fully manage both owned and "unowned channels" -- from content discovery to campaign execution to insights through analytics apps in the Hootsuite App Directory.
Hootsuite CEO Ryan Holmes says that the integrations are part of a push to support the way brands are using video for broad appeal, promotion and education.
The move also signals how video has shifted from an optional tool for marketers to a must-have communication channel for businesses, the company said.
For instance, last year, Facebook more than doubled its daily video views to 8 billion. The social network's focus on video, particularly of the live variety, was abundantly clear during the recent F8 developer conference.
The integrations come at a busy time for Hootsuite. Last week the company rolled out a trio of open APIs for publishing, user management, and the link-shortening service Ow.ly. The rollout marked the first time Hootsuite opened up its platform to developers.
Last month, Vancouver, British Columbia-based Hootsuite announced plans to acquire Sales Prodigy, a mobile app that offers social selling tools for businesses. The company plans to integrate Sales Prodigy's technology into its platform to make it easier for business users to engage with prospective customers in real time on social media.
In November, Hootsuite tightened its ties to Microsoft with a series of platform integrations with Microsoft Dynamics CRM, Microsoft Office 365, and SharePoint, along with more capabilities tied into Yammer.